Mobile Communities of

Interest Aspenware TechMunch

Matt Mendrala Mobile Strategy +

Architecture

Our users/customers don’t care about us

It’s NOT about us.

It’s ALL about COMMUNITY.

In a digital world, mobile is emerging as the primary

mediator of online communities.!

Mobile  

Mobile makes it possible for people to connect anytime, anywhere.!

BILLIONS of networked boxes CONNECTING PEOPLE...across time and space...ANYTIME...ALL

THE TIME!

DANGER AHEAD! Image  downloaded  from:  h3p://cdn.ientry.com/sites/webpronews/pictures/honktextjesus6_616.jpg  

The State of Mobile!

6 billion people on the planet

4.8 billion have a mobile phone

4.2 billion own a toothbrush

Of the world’s 4 billion mobile phones,

1.08 billion (25%) are smartphones 3.05 billion (75%) are SMS enabled

By 2014, mobile internet usage should surpass desktop internet usage

Mobile apps now drive the majority of daily web

consumption

90+ minutes versus 72 minutes per day

Source: Flurry

306 billion WWW shares 5 billion Tweets

102 billion Facebook shares

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91% of mobile internet access is

to socialize

33% of 600 million+ Facebook users use Facebook Mobile

50% of 165 million Twitter users use Twitter Mobile

200 million+ mobile YouTube views per day

Women aged 35-54

The most active group in mobile socialization

COMMUNITIES OF INTEREST

A Community of Interest is a community of

people who share a common interest or passion. ~ Wikipedia!

Communities of Interest are...

Transient & Ongoing Personal & Anonymous

Diverse & Homogeneous Physical & Virtual

Local & Global

Communities of Interest!are like...!

TRIBES Seth

Godin

Tribe A group of PEOPLE

connected to one another, connected to a LEADER,

and connected to an IDEA

A MOVEMENT WAITING TO

HAPPEN!

!!!Partisans!!!!

To lead a tribe...!• Take positions!• Connect with your tribe!• Help the tribe connect to

itself!• Turn casual fans into true

fans!

Tribal Communication

Leader to tribe ✔ Tribe to leader ✔ Tribe member to tribe member ✔ Tribe member to outsider ✔

#FF!

The Power of Positive Deviance

“In every community there are certain individuals or groups whose uncommon

behaviors and strategies enable them to find better solutions to problems than their peers,

while having access to the same resources and facing similar or worse challenges.”

www.posiIvedeviance.org  

There’s an app for that!!

“Tribes are the most effective media channels ever, but they’re

not for sale or for rent. Tribes don’t do what you want; they do

what they want. Which is why joining and leading a tribe is such a powerful marketing investment.” ~ Seth Godin !

Going Deep!

Who are these people?!

Michael Wesch (2008 U.S. Professor of the Year) is a cultural anthropologist exploring the effects of new media on society and culture. Check him out at michaelwesch.com

THIS GUY KNOWS!

New Media is enabling...!

New forms of EXPRESSION!New forms of COMMUNITY!

New forms of IDENTITY!

Is there anybody out there?!

“Connecting through the disconnection”!

bnessel1973 My YouTube Story

Wow I want to just say you are amazing for sharing that. I have known for quite a while that youtube is a special website but this just goes��� to show that nobody can anticipate the impact this one website can have on lives. Thank you for sharing.

“Can you see them? Understand them? Ask

them about what it's like to be them? Would you miss them if they were gone?” ~ Seth Godin !

“Before you can inspire with emotion, you must be swamped with it yourself. Before you can

move their tears, your own must flow. To convince them, you

must yourself believe.” !~ Winston Churchill!

Mobile SOCIAL GOOD

Think  of  us  as  an  online  space  where  you  can  connect,  share  news,  and  receive  support.  It’s  your  very  own  health  social  network,  coming  together  on  your  personalized  website.  And  thanks  to  those  who  donate,  we  are  available  24/7  to  anyone,  anywhere,  at  no  cost.  

There’s an app for that!!

GoodGuide  

Find  Green  

The  Extraordinaries   Give  Work  

Causeworld  

mGive  

Frontline  SMS  

SnapImpact   Ushahidi  

MobileRice  

5 THINGS

#1 Get to know the people in the communities we

serve by participating in those communities

#2 Lead by communicating a vision and connecting followers to the vision

and one another

#3 Make it ridiculously

easy for people to join and participate in

communities of interest

#4 Meet people where

they are

#5 Amplify Positive

Deviance

FINAL WORDS

“People want to be part of something larger than themselves. They want to be part of something they’re really proud of, that they’ll fight for, sacrifice for, that they trust.” !

~ Howard Schultz, Starbucks!

“Never doubt that a small group of committed people can change the world. Indeed it is the only thing that ever has.” !

~ Margaret Mead!

Mobile Communities of

Interest Aspenware TechMunch

Matt Mendrala Mobile Strategy +

Architecture

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